时装营销

Part A Understanding Fashion Marketing

第 1部分 了解时装营销

Chapter One An Introduction to Fashion Marketing

第1章 时装营销绪论

11 What is fashion?什么是时装

12 What is marketing?什么是营销

13 What is fashion marketing?什么是时装营销

14 Fashion marketing in practice时装营销实践

15 How fashion marketing can help the fashion industry　　时装营销如何有利于时装业

16 What fashion marketers do:five examples　　时装营销者所从事的工作：5个范例

17 Ethical issues in fashion marketing时装营销中的伦理问题

18 An overview of the fashion marketing process　　时装营销过程概述

19 Summary小结

Chapter Two The Fashion Market and the Marketing Environment

第2章 时装市场和营销环境

21 Introduction引言

22 The development of the fashion market时装市场的发展

23 The fashion market: size and structure时装市场：规模和结构

24 Marketing environment营销环境

25 Micro-marketing environment微观营销环境

26 Macro-marketing environment宏观营销环境

27 Trends in the marketing environment营销环境中的趋势

28 Summary小结

Part B Understanding and Researching the Fashion Purchaser

第 2部分 了解和调研时装买方

Chapter Three The Fashion Consumer and Organizational Buyer

第3章 时装消费者和团体购买者

31 Introduction引言

32 Why study the fashion buyer?为什么研究时装消费者

33 Fashion consumer decision-making时装消费者的购买决策

34 Psychological processes心理过程

35 Sociological aspects of consumer behaviour　　消费者行为的社会属性

36 The organizational buyer团体购买者

37 Summary小结

Chapter Four Fashion Marketing Research

第4章 时装市场营销调研

41 Introduction引言

42 The purpose of marketing research营销调研的作用

43 An overview of the marketing research process　　营销调研过程的概述

44 Problem definition and setting research objectives　　确定问题和锁定调查对象

45 Research design调研设计

46 Data sources资料来源

47 Practical sampling methods实用的抽样方法

48 Primary data collection methods一手资料的收集方法

49 Data collection methods资料收集的方法

410 Questionnaire design调查问卷的设计

411 Attitude measurement and rating scales　　态度测量和评价量表

412 The role of marketing research in new product development　　营销调研在新产品开发中的作用

413 Forecasting fashion流行预测

414 The Internet as a research tool调研工具：网络

415 International marketing research国际市场调研

416 Summary小结

Part C Target Marketing and Managing the Fashion Marketing Mix

第3部分 目标营销与营销组合管理

Chapter Five Segmentation and the Marketing Mix

第5章 市场细分与营销组合

51 Introduction and overview引言

52 Mass marketing and market segmentation　　大众营销与市场细分

53 Segmentation: rationale, bases and strategy　　市场细分：原理、基础和策略

54 Positioning and perceptual mapping定位和认知图

55 The fashion marketing mix时装营销组合

56 Summary小结

Chapter Six Designing and Marketing Fashion Products

第6章 时装产品设计与营销

61 Introduction引言

62 The importance of fashion products时装产品的重要性

63 The nature of fashion products时装产品的本质

64 The fashion industry and new product development　　时装业和新产品开发

65 Retail buying sequence: autumn and winter season　　零售采购顺序：秋冬季

66 The product mix and range planning　　产品组合和产品系列企划

67 Fashion and related life cycles时装与产品生命周期

68 Summary小结

Chapter Seven Pricing Garments and Fashion Services

第 7章 时装定价与服务

71 Introduction引言

72 Different views of price关于价格的不同观点

73 The role of price decisions within marketing strategy　　营销策略中价格决策的作用

74 External factors influencing price decisions　　影响定价的外部因素

75 Internal factors influencing price decisions　　影响定价的内部因素

76 Main methods of setting prices定价的主要方法

77 Pricing strategies in relation to new products　　新产品的定价策略

78 Pricing strategies to match the competition　　参照竞争者定价的策略

79 Price changes价格变动

710 Summary小结

Chapter Eight Fashion Distribution

第 8章 时装分销

81 Introduction 引言

82 The importance of fashion retailing 时装零售的重要性

83 Structural issues 结构问题

84 The industry's components产业构成

85 Trends in retailing零售的趋势

86 The Internet互联网

87 The 'grey market'灰色市场

88 Retail marketing effectiveness零售营销的效益

89 Summary小结

Chapter Nine Fashion Marketing Communications

第9章 时装营销传播

91 Introduction引言

92 The marketing communications environment营销传播环境

93 The traditional approach to promotion传统的促销方式

94 Fashion advertising时装广告

95 Sales promotion营业推广

96 Public relations公共关系

97 Celebrity endorsement and sponsorship名人代言和赞助

98 Personal selling人员促销

99 Visual merchandising to visual marketing　　从视觉推销到视觉营销

910 International marketing communications国际营销传播

911 Ethics in marketing communications　　营销传播中的道德标准

912 Evaluating the effectiveness of marketing communications　　营销传播 的有效性评估

913 New directions in fashion marketing communications　　时装营销传播的新动向

914 Summary小结

Chapter Ten Fashion Marketing Planning

第 10章　时装营销规划

101 Introduction 引言

102 The planning process and objectives 规划过程和目标

103 Marketing audits and SWOT analysis

营销审计和 SWOT分析

104 Marketing strategy营销策略

105 The fashion marketing plan时装营销规划

106 Implementation and organizational issues实施与组织问题

107 Summary小结

Glossary of Fashion Marketing Terms/时装营销专业术语 277 Acknowledgements/致谢

List of Contributors/参编者简介

《时装营销（英汉对照）》阐述了时装营销的性质和范畴，分析了应该如何了解和调研消费者，以及由此展开的目标市场营销和服装营销组合。全书综合论述了如何选择可获利市场并加以定位，并为满足顾客的需求采取行动即营销组合；专业营销团队怎样设计营销方案以及确保时装的准确定价，并适时、适地地投入市场以及达成良好的流通。
　　时装营销具有挑战性，要有整个时装营销过程的规划和协调，并建立起一个为消费者提供优质的时装设计并产生利润的系统。

时装是一个激发许多疑问、满足学术努力的基本要求、令人着迷的学科。作为时装营销教育工作者，本书作者带来一系列关于时装领域的不同的期望和体验。我们都拥有时装营销领域的工作、教学、培训和咨询经历，并且想要撰写一本阐述实际问题并且有助于时装业和学时装的学生们更多了解营销，如何能使他们在其工作中更加有效的书。
　　多年来，诺桑比亚大学一直开设大学本科时装营销课程，我们拥有这门课程的教学经验，再加上目前英国这一学科教材的匮乏，使我们认识到写这本书的必要性。这些研究和经验是对营销传统看法的挑战，并意识到设计在整个过程中的特殊作用。在产生创新性成果的许多方面，长久的一个共识是设计师要懂得营销，营销商要了解设计。希望本书能够满足这两者的需求，不过事实上设计师更应该了解营销。
　　许多人在本书的第3版写作中给予我帮助，他们对第 1版和第 2版提出建议，具有启发性的谈话和灵感令我受益匪浅。
　　首先感谢希莉亚·阿特金森、克莉斯汀·索伦森、帕特丽夏 ·格雷、约翰 ·威兰斯和盖纳·里 -格林伍德，感谢他们给予我的帮助和友谊。我的合著者几年来一直支持着我，他们是我要好的同事、评论家和思想的源泉。理查德·琼斯、克里斯多夫·莫尔教授、桑德拉 ·康纳、露丝·马西尼克、奈维尔 ·哈里斯教授、艾伦·法伊奥、菲奥娜 ·瑞森德、海伦 ·卡特、茱莉亚·欧苏利文几年来不断给予我建议和帮助。特别感谢威利—布莱克威尔出版社的玛德琳·梅特卡夫，第 3版的完成离不开她的鼓励、耐心和锲而不舍。还要特别感谢我的妻子詹妮丝的大力支持。

　　Fashion is a fascinating subject which stimulates a great many questions, an essential requirement for any academic endeavour. As mainstream marketing educators, the authors of this book brought a range of different expectations and experiences to the area of fashion. All of us have working, teaching, training or consultancy experience in the field of fashion marketing and wanted to write a book that would address real issues and would contribute, in a small way, to make the fashion industry and fashion students more aware of how marketing can enable them to be more effective in their work.
　　For several years the University of Northumbria has run an undergraduate course in fashion marketing. Our experiences of teaching on this course coupled with the paucity of UK texts on the subject convinced us of the need to write the book. Our research and experiences have led us to challenge the way we think about marketing and recognize the special role of design in the process. In many sectors with creative output, it has long been noted that designers need to know about marketing and marketers need to know about design. It is hoped that this book meets the needs of both groups, though in truth designers may learn more about marketing than vice versa.
　　Many people have helped me with the second edition of this book via comments on the first and second editions and stimulating conversations and inspirations.
　　The following people are sincerely thanked for their knowledge, help and friendship: Sheila Atkinson, Christine Sorensen, Patricia Gray, John Willans and Gaynor Lea-Greenwood. My co-authors have been very supportive over the years and have been good colleagues, critics and sources of ideas. Richard Jones, Prof. Christopher Moore, Dr. Sandra Connor, Ruth Marciniak, Prof. Neville Harris, Alan Fyall, Fiona Raeside, Helen Carter and Julie O’Sullivan have all contributed their ideas and friendship over the years. Madeleine Metcalfe at Wiley-Blackwell is due special thanks for her encouragement, patience and tenacity in helping me finish this third edition. Special thanks are also due to my wife Janice for great support.
　　As usual there is a disclaimer: many people have helped me, but I accept total responsibility for all errors in the book.